Co‐branding as a new competitive weapon

Abstract

The expansion of world markets, the rapid pace of technological advances and today’s relative geographical stability have all resulted in unprecedented global commercial opportunities. However, we still live in a world dominated by big business and these organizations look set to become the only benefactors of such fortunes. That is, unless smaller companies turn to one another for support. But what if you don’t want the upheaval of a merger? Or the ties of an alliance? Have you considered the pros and cons of co‐branding?

Citation

(2002), "Co‐branding as a new competitive weapon", Strategic Direction, Vol. 18 No. 10, pp. 31-33. https://doi.org/10.1108/02580540210794058